{"id":"https://openalex.org/W7220177869","doi":null,"title":"Preserving cultural heritage through instruction and digital innovation: A Mixed-methods approach to marketing community products inspired by mural art in Suphanburi province, Thailand","display_name":"Preserving cultural heritage through instruction and digital innovation: A Mixed-methods approach to marketing community products inspired by mural art in Suphanburi province, Thailand","publication_year":2024,"publication_date":"2024-10-25","ids":{"openalex":"https://openalex.org/W7220177869"},"language":"en","primary_location":{"id":"pmh:oai:so17.tci-thaijo.org:article/618","doi":null,"is_oa":true,"landing_page_url":"https://so17.tci-thaijo.org/index.php/jppi/article/view/618","pdf_url":"https://so17.tci-thaijo.org/index.php/jppi/article/download/618/538","source":{"id":"https://openalex.org/S7407076690","display_name":"Modern Public Administrative Science","issn_l":"3088-294X","issn":["3088-294X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3088-294X","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://so17.tci-thaijo.org/index.php/jppi/article/download/618/538","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5115631476","display_name":"Bunpod Pijitkamnerd","orcid":"https://orcid.org/0009-0004-4560-1683","observed_orcids":["https://orcid.org/0009-0004-4560-1683"]},"institutions":[{"id":"https://openalex.org/I4210097440","display_name":"Suan Dusit University","ror":"https://ror.org/00x7vzk16","country_code":"TH","type":"education","lineage":["https://openalex.org/I4210097440"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Pijitkamnerd, Bunpod","raw_affiliation_strings":["Library and Information Science Program, Faculty of Humanities and Social Science, Suan Dusit University, Bangkok, Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Library and Information Science Program, Faculty of Humanities and Social Science, Suan Dusit University, Bangkok, Thailand","institution_ids":["https://openalex.org/I4210097440"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5115631475","display_name":"Nuaon Khrouthongkhieo","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210094798","display_name":"Rajamangala University of Technology Krungthep","ror":"https://ror.org/00wcxq223","country_code":"TH","type":"education","lineage":["https://openalex.org/I10245363","https://openalex.org/I4210094798"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Khrouthongkhieo, Nuaon","raw_affiliation_strings":["Humanities Program, Faculty of Liberal Arts, Rajamangala University of Technology Krungthep, Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Humanities Program, Faculty of Liberal Arts, Rajamangala University of Technology Krungthep, Thailand","institution_ids":["https://openalex.org/I4210094798"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5035894487","display_name":"Titiya Netwong","orcid":"https://orcid.org/0000-0001-8276-428X","observed_orcids":["https://orcid.org/0000-0001-8276-428X"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Netwong, Titiya","raw_affiliation_strings":["Independent Scholar, Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Independent Scholar, Thailand","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13515","display_name":"Cultural and Communication Design Research","score":0.3693999946117401,"subfield":{"id":"https://openalex.org/subfields/1213","display_name":"Visual Arts and Performing Arts"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13515","display_name":"Cultural and Communication Design Research","score":0.3693999946117401,"subfield":{"id":"https://openalex.org/subfields/1213","display_name":"Visual Arts and Performing Arts"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11846","display_name":"Cultural Heritage Management and Preservation","score":0.1454000025987625,"subfield":{"id":"https://openalex.org/subfields/1204","display_name":"Archeology (arts and humanities)"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11806","display_name":"Service-Learning and Community Engagement","score":0.08720000088214874,"subfield":{"id":"https://openalex.org/subfields/3304","display_name":"Education"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/cultural-heritage-preservation","display_name":"cultural heritage preservation","score":0.9750000238418579},{"id":"https://openalex.org/keywords/mural-art","display_name":"mural art","score":0.6349999904632568},{"id":"https://openalex.org/keywords/marketing-communication","display_name":"marketing communication","score":0.5139999985694885},{"id":"https://openalex.org/keywords/digital-innovation","display_name":"digital innovation","score":0.6019999980926514},{"id":"https://openalex.org/keywords/promotional-video","display_name":"promotional video","score":0.5389999747276306},{"id":"https://openalex.org/keywords/community-economy","display_name":"community economy","score":0.492000013589859},{"id":"https://openalex.org/keywords/tourism","display_name":"tourism","score":0.5139999985694885},{"id":"https://openalex.org/keywords/instructional-integration","display_name":"instructional integration","score":0.5849999785423279},{"id":"https://openalex.org/keywords/metaverse","display_name":"metaverse","score":0.6460000276565552},{"id":"https://openalex.org/keywords/suphan-buri-province","display_name":"Suphan Buri Province","score":0.9210000038146973}],"concepts":[{"id":"https://openalex.org/C2777420470","wikidata":"https://www.wikidata.org/wiki/Q219423","display_name":"Mural","level":3,"score":0.7998999953269958},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.4950999915599823},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.46129998564720154},{"id":"https://openalex.org/C70789860","wikidata":"https://www.wikidata.org/wiki/Q2018526","display_name":"The arts","level":2,"score":0.4571000039577484},{"id":"https://openalex.org/C2778165684","wikidata":"https://www.wikidata.org/wiki/Q6576792","display_name":"Online community","level":2,"score":0.4489000141620636},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.4178999960422516},{"id":"https://openalex.org/C18918823","wikidata":"https://www.wikidata.org/wiki/Q49389","display_name":"Tourism","level":2,"score":0.37689998745918274},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.37630000710487366},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.3677999973297119},{"id":"https://openalex.org/C100363876","wikidata":"https://www.wikidata.org/wiki/Q690661","display_name":"Nonprobability sampling","level":3,"score":0.361299991607666},{"id":"https://openalex.org/C145746218","wikidata":"https://www.wikidata.org/wiki/Q877729","display_name":"Handicraft","level":2,"score":0.3479999899864197},{"id":"https://openalex.org/C60671577","wikidata":"https://www.wikidata.org/wiki/Q210272","display_name":"Cultural heritage","level":2,"score":0.3400000035762787},{"id":"https://openalex.org/C163286209","wikidata":"https://www.wikidata.org/wiki/Q184485","display_name":"Performing arts","level":2,"score":0.32589998841285706},{"id":"https://openalex.org/C2776193868","wikidata":"https://www.wikidata.org/wiki/Q5154950","display_name":"Community engagement","level":2,"score":0.32409998774528503},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.3208000063896179},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.31859999895095825},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.31049999594688416},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.3052999973297119},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.30309998989105225},{"id":"https://openalex.org/C125308379","wikidata":"https://www.wikidata.org/wiki/Q363057","display_name":"Market segmentation","level":2,"score":0.2784000039100647},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.2648000121116638},{"id":"https://openalex.org/C49774154","wikidata":"https://www.wikidata.org/wiki/Q131765","display_name":"Multimedia","level":1,"score":0.263700008392334},{"id":"https://openalex.org/C19351080","wikidata":"https://www.wikidata.org/wiki/Q1395034","display_name":"New product development","level":2,"score":0.2621999979019165},{"id":"https://openalex.org/C198531522","wikidata":"https://www.wikidata.org/wiki/Q485146","display_name":"Sample (material)","level":2,"score":0.2621000111103058},{"id":"https://openalex.org/C37531588","wikidata":"https://www.wikidata.org/wiki/Q464980","display_name":"Exhibition","level":2,"score":0.25940001010894775},{"id":"https://openalex.org/C37653941","wikidata":"https://www.wikidata.org/wiki/Q1755089","display_name":"Qualitative marketing research","level":5,"score":0.25519999861717224},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.2502000033855438}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:so17.tci-thaijo.org:article/618","doi":null,"is_oa":true,"landing_page_url":"https://so17.tci-thaijo.org/index.php/jppi/article/view/618","pdf_url":"https://so17.tci-thaijo.org/index.php/jppi/article/download/618/538","source":{"id":"https://openalex.org/S7407076690","display_name":"Modern Public Administrative Science","issn_l":"3088-294X","issn":["3088-294X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3088-294X","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:so17.tci-thaijo.org:article/618","doi":null,"is_oa":true,"landing_page_url":"https://so17.tci-thaijo.org/index.php/jppi/article/view/618","pdf_url":"https://so17.tci-thaijo.org/index.php/jppi/article/download/618/538","source":{"id":"https://openalex.org/S7407076690","display_name":"Modern Public Administrative Science","issn_l":"3088-294X","issn":["3088-294X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3088-294X","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[{"display_name":"Quality education","score":0.8278999924659729,"id":"https://metadata.un.org/sdg/4"}],"study_designs":[],"awards":[],"funders":[{"id":"https://openalex.org/F4320318713","display_name":"Suan Dusit University","ror":"https://ror.org/00x7vzk16"}],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7220177869.pdf","grobid_xml":"https://content.openalex.org/works/W7220177869.grobid-xml"},"referenced_works_count":2,"referenced_works":["https://openalex.org/W3123508647","https://openalex.org/W4281848552"],"related_works":["https://openalex.org/W4405752156","https://openalex.org/W7084502650","https://openalex.org/W4400867082","https://openalex.org/W7219210691","https://openalex.org/W7118118175","https://openalex.org/W7126383030","https://openalex.org/W7219251652","https://openalex.org/W4405973057","https://openalex.org/W7219233702","https://openalex.org/W4411499171"],"abstract_inverted_index":{"This":[0,13,212],"study":[1,45],"employs":[2],"a":[3,44,117,199,226,281],"mixed-methods":[4],"approach,":[5],"incorporating":[6],"both":[7],"qualitative":[8],"and":[9,19,28,84,114,197,230,258,268,276,294,307,321],"quantitative":[10],"research":[11,14,18,40,242,293],"methodologies.":[12],"aims":[15],"to":[16,22,52,108,167,207,216,221],"combine":[17],"instructional":[20,106],"practices":[21],"improve":[23],"the":[24,60,68,110,129,136,142,146,161,222,245,259,290],"preservation":[25,111],"of":[26,46,70,112,145,152,163,240,247,287,292],"arts":[27,113],"culture":[29,115],"in":[30,49,67,100,141,218,302,308],"community":[31,61,172,232,314,323],"product":[32],"marketing":[33,169,229],"communications":[34],"by":[35,235],"leveraging":[36],"digital":[37,175,326],"technology.":[38,176,327],"The":[39,63,122,150,238,285,313],"utilizes":[41],"findings":[42],"from":[43,74,81,95,128,187,201],"mural":[47,75,188,236],"paintings":[48],"Suphanburi":[50,101],"Province":[51],"develop":[53],"creative":[54,185,248],"products":[55,72,173,186,233,324],"that":[56],"support":[57],"tourism":[58],"within":[59,116],"economy.":[62],"initiative":[64],"has":[65,296,315],"resulted":[66],"creation":[69],"innovative":[71],"derived":[73],"paintings,":[76,189],"including":[77],"paper":[78],"stencil":[79],"frames":[80],"Wat":[82,85,96],"Pratoosan":[83],"No":[86],"Bhuddhangkun,":[87],"as":[88,90,251],"well":[89],"twelve":[91,260],"zodiac-themed":[92],"shirt":[93,262],"designs":[94],"Chi":[97],"Pa":[98],"Khao":[99],"Province.":[102],"We":[103,177,264],"have":[104,243,265],"implemented":[105],"integration":[107,291],"foster":[109],"business":[118],"promotion":[119],"platform":[120],"context.":[121],"sample":[123,154],"specifically":[124],"comprised":[125],"32":[126,270],"students":[127,215],"Information":[130],"Technology":[131],"program":[132],"who":[133],"registered":[134],"for":[135,171,181,228,319],"Business":[137],"Promotion":[138],"Platform":[139],"course":[140],"first":[143],"semester":[144],"academic":[147,219],"year":[148],"2023.":[149],"purpose":[151],"this":[153,241],"group":[155],"was":[156],"purposive":[157],"sampling,":[158],"which":[159,190],"facilitated":[160,244],"development":[162,246],"promotional":[164,271],"video":[165,195,272],"clips":[166,273],"enhance":[168],"communication":[170],"utilizing":[174],"used":[178],"two":[179],"instruments":[180],"data":[182],"collection:":[183],"1)":[184],"we":[191],"developed":[192],"into":[193],"PR":[194],"clips,":[196],"2)":[198],"questionnaire":[200],"Suan":[202],"Dusit":[203],"University's":[204],"e-assessment":[205],"system":[206],"gather":[208],"opinions":[209],"on":[210],"instruction.":[211],"approach":[213],"encourages":[214],"engage":[217],"service":[220],"community,":[223],"thereby":[224],"providing":[225],"channel":[227],"communicating":[231],"inspired":[234],"paintings.":[237],"outcomes":[239],"products,":[249],"such":[250],"postcards,":[252],"cloth":[253],"bag":[254],"designs,":[255],"magnet":[256],"pins,":[257],"zodiac":[261],"designs.":[263],"also":[266],"created":[267],"disseminated":[269],"via":[274],"YouTube,":[275],"shared":[277],"students'":[278],"work":[279],"through":[280,325],"single":[282],"Metaverse":[283],"system.":[284],"level":[286],"satisfaction":[288,301],"regarding":[289],"instruction":[295],"been":[297],"notably":[298],"high,":[299],"with":[300],"theory":[303],"at":[304,310],"80.57":[305],"percent":[306],"practice":[309],"81.8":[311],"percent.":[312],"gained":[316],"enhanced":[317],"avenues":[318],"disseminating":[320],"promoting":[322]},"counts_by_year":[],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2026-10-05T00:00:00"}
